Marketing Challenge: Demonstrating Brand Value
Founded in 1962, Hitachi Koki Imaging Solutions, Inc. has developed major innovations in document management solutions. The organization is part of the $64 billion Hitachi Group of companies combining world-class print engines, print controllers and software technology, making it a technology leader in the development and manufacture of the most powerful, yet easy-to-use, digital network printers and copiers.
In a crowded, noisy field of giant competitors, Hitachi Koki wanted to introduce office product dealers to its revolutionary technology linking networked printing capabilities to the Internet. Although the parent company is a well-known brand name, Hitachi Koki was basically invisible in the marketplace and had no presence in the trade press. Its challenge was to build visibility and recognition for the company with customers and the media that would lead to increased sales.
Their PR agency recommended using an up-coming dealer trade show to showcase Hitachi Koki technology and products, and to bring technology analysts and key trade press to the booth to see the new technology in print-on-demand applications.